I'm in Bungee Jumping Business

Hi, there!

I realized something weird the other day.

I'm in the bungee jumping business.

Not literally. But stick with me here.

I've always wanted to do bungee jumping at least once in my life. It's right there on my bucket list, along with scuba diving and paragliding. I've checked off a few, but bungee jumping? Still waiting.

Here's what I noticed about every bungee jumping setup I've seen: they're always positioned above water. Over the sea, over a lake, over something that looks survivable.

The answer seems obvious at first. Safety, right? But nobody actually wants you to fall into the water. The whole point is that the rope catches you. They want you to trust the rope, not think about the backup plan. But here's the thing.

If someone gave me two options right now—jump above the ocean or jump above jagged rocks—I'm picking the ocean every single time. Even though I'm supposed to trust the rope. Even though the safety mechanism is identical in both scenarios.

Why?

Because my brain refuses to ignore the backup plan. It needs to see the water. It needs to know that even if everything goes wrong, I'll probably survive.

That water does two things at once. First, it eliminates the fear of dying. Second, it makes my decision to actually jump happen faster. Without the water? I'd probably stand on that platform for an hour, overthinking every possible outcome.

This exact pattern shows up in business.

When someone looks at your service or product from the outside, it feels exactly like bungee jumping. They're standing on the edge, looking down, trying to decide if they should trust you enough to jump.

Selling a ₹30,000 program? That's a massive leap for most people. The risk feels real. The fall feels dangerous. And unlike bungee jumping, there's no instructor checking the equipment in front of them.

So here's the question: Where's your water?

What safety net are you showing them that makes the decision easier?

One of the most common ones is a refund policy. "Get your money back within 7 days if you're not satisfied."

But here's what most people miss—the refund isn't really about the money. Just like the water isn't really about breaking your fall.

The refund does two things. First, it reduces the risk of losing money. Second, it speeds up the buying decision. The customer doesn't have to spend three weeks analyzing every detail because they know they have an exit door.

Our brains are survival machines. For thousands of years, humans stayed alive by spotting danger everywhere. That instinct hasn't changed. When your brain senses risk, it slams the brakes on every decision.

That's why people spend months researching before buying. That's why they ask a hundred questions. That's why they say "let me think about it" and disappear forever.

They're not bad prospects. They're just standing on the platform, looking down at rocks instead of water.

The moment you eliminate that perceived danger, the decision becomes faster. Not because they're being reckless. But because their survival instinct finally relaxes enough to let them move forward.

I see this pattern everywhere now.

Free trials. Money-back guarantees. Sample chapters. Free consultations. These aren't just marketing tactics. They're the water under the bungee jump. They're the psychological safety net that turns "maybe someday" into "let's do this now."

The interesting part? You don't actually lose more money by offering these safety nets. In most cases, you gain customers who would have never jumped without seeing the water.

Think about your own business for a second. What's your customer looking at when they're deciding whether to work with you? Are they seeing water or rocks?

If you're wondering why people aren't buying, this might be why. Not because your product isn't good enough. Not because your price is too high. But because they're stuck on the platform, unable to jump.

The irony is this: you've probably spent months perfecting your service. You've built something genuinely valuable. You know it works. But none of that matters if your customer can't get past the fear of jumping.

The Water Framework (Risk Removal Strategy)

What's the worst fear your customer has when buying from you?

What safety net eliminates that specific fear?

Don't just have the safety net—show it everywhere:

Track how long it takes from first contact to purchase:

What's stopping my customer from jumping right now?

Answer that, and you've found your rocks. Create the opposite, and you've found your water.

If you haven't found your safety net yet, it's time. Because right now, potential customers are standing on your platform, looking down, and deciding that jumping with you feels too risky.

And they're walking away to find someone who showed them the water.

- Agnel John D